Dockers has found a new use for a popular music identifying technology.
The technology, Shazam, was developed for smartphones to let users identify music by simply pointing their handheld in the direction of the music and clicking the “tag now” button. The technology recognizes the music and opens a Shazam landing page that identifies the song and artist, and offers other information, like where to buy the song and musical recommendations.
People who tag the song “I Wear No Pants” during the Dockers “Men Without Pants” Super Bowl spot will be directed to content that’s part of a new campaign to drive sales of men’s khakis. And while there, they can purchase the “I Wear No Pants” soundtrack or enter a contest. The campaign was launched in December in a bold move to revive sales for the company’s men’s apparel, which plummeted from $26.7 million in 2004 to $2.7 million for the first three quarters of 2009, according to The Nielsen Co.
The Super Bowl spot, created by Draft/FCB, will not include the Shazam logo to let people know they can tag the music; however, ads running before and after the Big Game will. Dockers likely doesn’t want the millions it’s spending on the ad to promote Shazam, or cause confusion over exactly which brand is advertising.
Commentary from the BigFatMarketingBlog.com
Network
